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Next Visualthinking.Co.Uk Sector Insight Briefng Autumn 2018 The challenges ahead for food retail as the hunger for change grows. / Back Next visualthinking.co.uk The Performance Issue 1 Contents Special Features Future Food 4 The UK grocery retail sector is reportedly worth £175bn, with sales predicted to hit £197bn by 2021. Introduction 1 Here, we examine what the future could look like for grocery... About 2 Our Favourites 7 Supermarkets’ ability to keep things fresh is being put to the test. Here’s our review of what we Changing Tastes 3 personally love and things we think have reached their sell by date… Rotten Tomatoes 10 Big Eats 11 12 Prime Cuts What are some of the big trends currently shaping 17 UK grocery retailing? Here are just nine… as food Organic Roots for thought. Deli-cious 19 Great Taste 13 Seasoned Well 20 A roundup of great food fnds that are prepared to perfection. From Singapore to the Netherlands, My Beef 21 plus some of the tastiest home-grown examples that we recommend you visit, our selection is Food Talk – The Interview 22 further testament to how grocery retail does not have to be a soulless and sterile experience. Wait’rosy? 24 Shelf Life 26 Buy British 28 Grocery retail is in fux. But the main enemy isn’t, as many argue, the threat of online. In fact, the Hello Jack’s 29 solution could lie in changing the way we view and value store staf. VM for GM 30 Street Food 31 Box Fresh 32 Healthy Swap 33 Bread Winners 34 Cook Books 35 Copywriters Marc Baker Kay Garrett Guest Contributors Bryan Roberts Anna Masing Contributors Karl McKeever [email protected] Kirsty Kean [email protected] Suzanne Tanner [email protected] Image | Apolónia, Portugal Katy Trodd [email protected] Ellie Pask [email protected] Back Next 1 Introduction The grocery retail sector is in a state of fux. Assumptions that have underpinned the business models of the big supermarkets for so many years no longer hold true. Put simply, there is much work to do. For most it is no longer about tweaks but rather how they can fundamentally reinvent themselves, redefne their place in the market, do it better, and do it now. Too many in the sector lack a real purpose or beneft. Diferentiation should be easy. Sadly, ‘me too’ seems an easier path to follow. This means adopting an approach of clear, considered thinking and applying great expertise to deliver rich and consistent visual execution instore, inspiring positive emotional responses from shoppers, rousing their brand afection and adding payback to the commercial proftability of physical retailing. Nonetheless, there are some sensational examples of best practice to be found, both in the UK and around the world. Those who are getting it right are set to win big. Could your business be one of them? In reality, many in the sector are still missing out on quick wins, such as better- defned visual policy, developing team capability and improving their ability to deliver frst-rate retail standards. The support and tools, which could so easily be added to their armoury, are out there. They just need to be used efectively. Challenges are there. So are opportunities. And we know how to tackle the former and harness the latter Karl McKeever Kirsty Kean Suzanne Tanner Founder & Managing Director Lead Retail Specialist Senior Retail Specialist Back Next 2 About This special Insight Briefng aims to provide in-depth insights into the ever- changing tastes of shoppers, highlight key sector trends and ofer thought-provoking observations to inform retail thinking in the coming months. Using our industry expertise to drive best practice, we aim to guide serious Visual Thinking knows a thing or two about grocery retail. With 25 years of experience, we’ve enabled some of the biggest retail professionals towards their ultimate names in sector to see real and immediate breakthroughs in retail goal: improved retail performance. performance, from front of store promotions, to category specifc store presentation solutions. Our team of retail transformation specialists are dedicated to helping retailers take stores from To those truly attuned to the changing needs of customers in the the everyday to the exceptional. Whether your focus is on game- sector, it will come as little surprise that following extensive store visits, changing methods or continuous improvement, we turn big we found many that aren’t paying enough attention to the basics of strategy into meaningful action – informing policy, embedding good presentation standards and customer experience. These are change, empowering teams and engaging shoppers. No one issues that signifcantly impact on performance efectiveness of stores delivers visible change instore better and faster. over time. Even for the top performers, there’s still some way to go. For more information visit: We’re still surprised by the number of grocery retailers leaving www.visualthinking.co.uk potential sales opportunities on the shelf. Shoppers’ spend is hard won, and food retailers of every kind and size need to up their game – considerably – to see positive improvements where they matter most… at the checkout. Within the following pages we underline the missed opportunities if retailers neglect to implement such quick wins and the danger of overlooking the long-term value of getting best practice right in the here and now. Many at store level remain remarkably indiferent towards the impact that good retail standards have on customers’ opinion on the brand, service and overall shopping experience. All are proven to drive up customer satisfaction and average spend. The devil here is in the detail It’s very easy to be different, but very difficult to be better. Image | Gus’s Community Market, San Francisco Sir Jonathan Ive Apple Back Next 3 Changing Tastes Research commissioned by the UK’s leading recipe box service, HelloFresh, found that on You are what you eat average Britain’s only have six recipes in Go back two generations and most families ate their meals at our repertoire. the same time every day (breakfast at 7am, lunch at 12pm and dinner at 5pm). There was also a strict rota when it came to what people ate on which day of the week. A roast dinner on Sunday, followed by leftover cold meat on a Monday, then any further leftovers made into a pie or other dish for Tuesday, Wednesday and Thursday. Not forgetting “fsh and chips Friday”. The weekly food rota was very much always the same, using up all leftovers and serving them with fresh vegetables every night. Whilst people often didn’t have a huge variety of choice, it was true that people regularly ate freshly prepared meals and vegetables. This discipline helped to keep waistlines slim and food waste to a minimum. Today, the 3-square-meal-a-day rule is the exception rather than, well, the rule. Skipping breakfast, snacking and several cups of cofee a day are commonplace. Long gone are the hours spent slaving over the stove. Instead, choice and convenience abound. Not only do we get to choose when we eat our food, but we also have a vast selection of food options. From takeaways, fast food and ready meals to dishes and ingredients from around the world; Italian, Mexican, Asian, Polish, the list is exhaustive. It’s fair to say that the nation’s taste buds have developed over time; Whilst we’re certainly more educated in nutrition, the contrast in some of the traditional British favourites are losing favour or being what and how we eat compared to our grandparents is glaringly replaced by other options. The Department of Environment, Food and apparent, though not necessarily always for the better. Rural Afairs has been collecting data on eating habits through its annual Family Food Survey for decades. So just how much have our taste buds changed? +49.52% + 100% +378.33% Bacon Ready Fruit Butter Sandwich Beans Vegetables Pasta Meals -70.75% -46.55% -17% -3.24% Back Next 4 Future Food Image | © Lernert & Sander – Cubes The UK grocery retail sector is reportedly worth £175bn, with sales predicted to hit £197bn by 2021. Here, we examine what the future could look like for grocery... Back Next 5 The Performance Issue 5 As a nation, we have largely ditched the traditional weekly shop. Time pressures, combined with heavily publicised concerns about household food waste, have resulted in a drop in larger shopping missions. Instead, British customers visit food retailers more often, but for smaller and quicker shops. But how can retailers adapt to our changing needs and create strategies to adjust to future trends? Food for thought According to Defra, some 24% of a typical pay packet went on food in 1974 compared with just 11% today. Increased competition, better logistics and modern agricultural methods have all played a part in this. So too has the price war, frst spearheaded by Tesco and Morrisons, in attempts to stall the advance of the discounters. It didn’t work and falling prices have only resulted in proft margins of the established players being squeezed. It highlights the futility of pursuing a strategy of price slashing. It is also a clear sign that retailers have failed to keep pace with the changing demands of today’s grocery shoppers. What’s called for is an improved and extended ofering instore, a refocus Image | Soriana, Mexico City on back to basics and retail experiences that satisfy more than just functional needs. Rising stars Food pairings Discounters are faring well in the nation’s favour at the moment. In As shopping habits change and the role of stores evolves, grocery 2017, £1 in every £8 of grocery spend found its way into the pockets retailers are exploring how to redefne their place in the market.
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